It's not about how many, it's about who they are....

Session overview

The focus going forward is increasingly about reaching those target groups that are still under-represented in our centres. How can we finally crack this nut?

Looking at the NBS insight data Mike and Simon will explore the statistics behind getting those target groups through our doors – what works and more importantly what doesn’t.


Simon Shibli, NBS

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Simon is a Chartered Institute of Management Accountants (CIMA) qualified accountant whose specialist areas of interest are the finance and economics of the sport and leisure industries.  On behalf of Sport England, Simon oversees the analysis and reporting of the National Benchmarking Service (NBS) for sports and leisure facilities.  The NBS looks at performance from four perspectives: access, finance, utilisation and customer satisfaction.  It provides managers with a wide range of indicators that they can use selectively to improve their own performance at facility level.  Taken as a whole, the NBS dataset plays a role in driving up standards across the sport and leisure industry by showing what is possible by the better performers.  Beyond the numbers, the NBS enables process benchmarking to enable managers to learn the techniques that give the better performers their competitive edge.

Mike Hill, NBS

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Mike Hill has more than 30 years senior management experience in the active leisure industry.  He worked in both the private and public sector, before setting up Leisure-net in 1999, having recognised the sector’s need to improve both its knowledge base and its understanding of its customers.

Leisure-net is now the leading provider of Customer Insight, Business Intelligence and Consultation services to the active leisure, fitness and cultural services industries, helping organisations to understand their customers’ and clients’ needs and aspirations, and to deliver innovative customer experience improvement initiatives.